This is a gentle reminder that Google will be updating its ad serving requirements in the European Economic Area (EEA) and the UK in the coming weeks.
Under the new rules, publishers and developers using Google AdSense, Ad Manager or AdMob in these regions must use a certified consent management platform (CMP) that has been certified by Google and integrated with the Transparency and Consent (TCF) of the IAB Europe. .
The implementation will start on 16 January 2023 and will affect a small percentage of EEA and UK traffic. It will then be gradually extended to all EEA and UK traffic by the end of February 2024.
Why we care If you run campaigns in these regions and do not adopt a Google-certified CMP, only limited programmatic ads will be served, which could have a significant impact on your monetization.
What is a certified CMP? A Google Certified CMP is a platform approved by Google to help businesses manage user consent for online advertising and data collection, in accordance with the Transparency and Consent Framework (TCF) v2 of the IAB. Check if your CMP is certified by checking Google’s full list of certified CMPs here.
What if my CMP is not certified by Google? If your current CMP is not listed among Google’s certified CMPs, we recommend that you contact your CMP directly to inquire about its certification status.
What is IAB Europe? The Interactive Advertising Bureau Europe, a coalition of 27 national IABs from across Europe and over 500 companies, works to help the digital ecosystem understand consumer trends and platform habits by conducting research and providing legal support in the online advertising industry. The ultimate goal is to empower companies to create messages that effectively and efficiently resonate with consumer preferences.
What is TCF? TCF is a voluntary standard developed by IAB Europe that encourages collaboration between website publishers, application developers and technology partners. Ensures a standardized user experience for privacy options, allowing users to grant or deny consent and exercise their ‘right to object’ to data processing, in line with the practical requirements of data protection authorities of data and legal principles.
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deep dive Read Google’s announcement in full for more information.
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